Twelve intrepid legends broke free from a rival bookies to form Surrey Sports, and a goldfish bowl became our office... and a symbol of our heritage.


A lean, mean, compiling team, we entered the industry with a bang. We did what was required to get the job done. We were straight talkers. Hard hitters. We were the Oddsfathers.


After cleaning up our act and finding a better filing system than that old bathtub, we launched on the Internet and on interactive TV - all behind that famous red button.


We ripped up the rule book when it came to the way bookies had traditionally operated, and started doing things our way - beginning with a full rebrand to Sky Bet.


We adopted a different approach and made some brave decisions like the launch of Sky Bet Vegas that would eventually change the way the entire industry worked - and played.


We began to focus on launching a number of innovative gaming products, and we quickly realised that we’d discovered a winning formula.


We worked hard to build that relationship with Sky Sports by getting to know everyone in the business, and it was key to much of our success at the time.


We brought 365 Media, Sporting Life and Oddschecker into the family, and because we’d acquired an office in Cape Town, we instantly became a 24/7 operation.


The market forced us to make difficult decisions in what was the toughest period in our history, but alongside the launches of Sky Poker and Sky Bingo, we set a course for a solid future.


After launching free to play games like Soccer Saturday Super 6, and rebranding Sky Bet Vegas to Sky Vegas, we grew to 2.5 million players while reducing churn and increasing acquisition.


When it began to take months for our suppliers to do simple tasks, we took it as a huge sign that we needed to grow our own tech expertise. And that meant we could start to do much more ourselves, much faster.


With a landlord threatening to increase our rent, an ever shrinking recruitment pool, and our upcoming launch of Fantasy Football, we made the jump from Harrogate to Leeds where we knew we’d find some really great people. It was a big move that solved some big problems.


After successfully moving the Sportsbook platform in house, we made the call to do the same with our other mobile products, and we became a true mobile first business.


We launched a TV ad campaign that got inside the heads of football betters, and explained that football is so exciting because… well… nothing’s certain. Guess what? We called it right.


We stepped up our marketing investment, including sponsoring the EFL. We started to promise all customers a 'better' experience. Data began to influence our decisions, helping us to learn and adapt quickly for our customers.


Disaster struck on Boxing Day 2014, when our Sportsbook site was unavailable for most of the afternoon. But we learned from our mistakes, picked ourselves up, got stuck into launching Sky Casino, and came back even stronger than before.


Our change of ownership came at exactly the right time. We kept our Sky friendships and relationships, but gained the ability to invest freely in initiatives like our new Sheffield office and the launch of Sporting Life Pick 7 and Sky Sports Fantasy Six-A-Side.


Whether we’re organising beer fridge Fridays or grill festivals, we’re the kind of people who like to have fun while working hard. No wonder we’ve made the Sunday Times Top 100 twice.


From Leeds to Sheffield to Italy to Germany… we’re not just growing here at home, we’re growing internationally and we can’t wait to see where we end up next. Sky Bet Italia & Super 6 Germany are just the beginning!


On April 21 2018, The Stars Group announced the acquisition of SBG. The deal allows us to offer our best-in-class products to a truly global audience.

The Future!

The real superheroes of the story are our people. Everyone, past and present, has played a role in our success, and if we continue working the SBG Way and making the most of our culture, our values, and our talent, our future will be just as exciting as our past.